Independent Brand & Creative Director based in Stockholm.

Helping brands differentiate and grow through culture with big ideas for small screens.

From 2021 to 2025, I served as Brand Creative Director and member of the management team at CHIMI, where I established and led the internal brand team, spanning PR, events, creative, and design.

It was a defining era as CHIMI grew from local hype to global presence, expanding from Sweden to flagship stores in New York, Paris, Cape Town and Oslo. We appeared on Netflix, on Jimmy Fallon, in Forbes, front page of Vogue US and was frequently worn by Kendall Jenner, Beyoncé, The Weeknd, Billie Ellish and Hailey Bieber to name a few.

Under our watch, CHIMI evolved into a globally recognized name in modern eyewear, positioning it among the Scandinavian fashion exports of its generation.

My career began in New York, where I was recruited as an Art Director at the age of 25 to join AKQA, a dream studio at the time. Working on campaigns for Nike, Beats by Dre and Volvo US. Our work lit up Times Square, landed in The New York Times and showed up in the feeds of Serena Williams and LeBron James. Marking an early introduction to global storytelling at scale.

I later joined AKQA Paris, launching Evians global “I Wanna” brand platform and their blazing collaboration with Virgil Abloh, bringing youth and design culture into one of France’s most classic brands. I also shaped creative for the launch of Google Chromebook in France, turning everyday search data into hyper-localized outdoor stories.

Before CHIMI, I worked at Abby World on brand platforms for Volkswagen Commercial Vehicles and Urbanears, where I helped redefine the brands through sustainability and culture-driven storytelling.